Research On The Sales Strategy Of Resort Products Based On Joint Analysis

In recent years,along with the rapid and steady development of tourism in China,the living standard of residents has improved,and disposable income has increased,the willingness of people to spend on vacation has changed significantly,and consumers’ demand for hotels has changed from a single accommodation demand to multiple demands such as leisure,catering and activities.At the same time,the resort market has changed significantly due to the impact of the new crown epidemic since 2020.In this context,China’s resorts industry is facing new opportunities and challenges.How to do a better job of resorts product sales strategy to make the resort hotel sustainable development is a special concern for every resorts.Bundling strategy of resorts is an important component of resort product sales strategies.This study takes the sales of resort hotel products as the research object and combines consumer decision-making research to determine the attributes and attribute levels of resort hotel simulation products,which are combined into simulation products.Based on the attributes selected by consumers for resorts,an empirical analysis is conducted using the joint analysis method to obtain the relative importance and horizontal utility values of each important attribute.Finally,the maximum utility model is used to obtain the market share of each virtual product.The research results show that in terms of bundling strategy,economical resorts are more suitable for selling in pure rooms,comfortable resorts are more suitable for all-inclusive pricing,and luxury resorts are more suitable for partial package pricing.Consumers have some concerns about the catering and activity facilities in resorts,but they are also inclusive of these facilities,with complete requirements and good reputation.For the external business of the resort,most consumers want complete facilities and a certain amount of catering and event facilities around the resort.According to the consumption characteristics of the above different segments,different resorts can develop different product sales strategies based on the customer source structure and their own characteristics to help the resort obtain more revenue.